Making Warnings about Misleading Advertising and Product Recalls more Effective: An Implicit Attitude Perspective

2018 ◽  
Vol 55 (2) ◽  
pp. 265-276 ◽  
Author(s):  
Olivier Trendel ◽  
Marc Mazodier ◽  
Kathleen D. Vohs
Keyword(s):  
Mental Imagery ◽  
Attitude Change ◽  
Implicit Attitudes ◽  
Implicit Attitude ◽  
Product Recalls ◽  
Product Recall ◽  
Explicit Attitudes ◽  
Visual Mental Imagery ◽  
Cognitive Busyness ◽  
Corrective Information

The authors tested whether image-based information is more effective than text in changing implicit attitudes from positive to negative, even when both forms similarly change explicit attitudes. They studied corrective information (i.e., warnings about misleading advertising and product recall notices) because it is a common, important effort to change consumer attitudes. Corrective information in the form of pictures or imagery-evoking text, as well as direct instructions to imagine the scene, changed implicit attitudes more than plain, descriptive text, which is currently the most common warning method. Image-based stimuli can change implicit attitudes because they evoke vivid visual mental imagery of counterattitudinal valence (Experiments 1–2). Conditions that hindered the formation of visual mental imagery blocked implicit attitude change, whereas cognitive busyness did not (Experiment 3). In short, imagery-based information changed both explicit and implicit attitudes, whereas materials not based on imagery changed only explicit attitudes. Managers and regulators who aim to protect consumers from claims and products that could do harm should use image-based campaigns to best convey the message effectively.

The Habit Stance

2018 ◽  
Author(s):  
Michael Brownstein
Keyword(s):  
Attitude Change ◽  
Implicit Attitudes ◽  
Field Studies ◽  
Implicit Attitude ◽  
And Behavior ◽  
Attitudes And Behavior ◽  
As If

While it is clear that implicit attitudes are malleable, there is much to learn about the most effective techniques for changing them. This chapter examines three general approaches that increasingly appear to be well supported in both lab-based and field studies. The chapter considers the importance of rote practice, pre-commitment, and context regulation. Each represents a different element of adopting the “habit stance,” a way of cultivating more ethical implicit attitudes—and hence better spontaneous decisions and actions—by treating them as if they were habits. The chapter concludes by considering two kinds of objections. The first is empirical, focusing on the broadness and durability of implicit attitude change interventions. The second is not empirical. It is about the nature of praise, in particular whether the reshaping of one’s attitudes and behavior in the ways the chapter describes counts as a genuine form of ethical self-improvement.

scholarly journals Video Games and Attitude Change: A Meta-analysis

2022 ◽  
Author(s):  
Lukáš Kolek ◽  
Ivan Ropovik ◽  
Vit Sisler ◽  
Herre van Oostendorp ◽  
Cyril Brom
Keyword(s):  
Video Games ◽  
Attitude Change ◽  
Video Game ◽  
Meta Analysis ◽  
Risk Of Bias ◽  
The Other ◽  
Implicit Attitude ◽  
Explicit Attitudes ◽  
Game Mechanics ◽  
The Impact

Despite extensive research on attitudes and a rapid growth of the video game market, there is currently no meta-analysis mapping the link between narrative video games and attitude change. Here, we present such meta-analysis. The findings suggest that narrative video games affect players’ attitudes towards the topics depicted in games. This effect was present in studies focused on changes in both implicit (g = 0.36, k = 18) and explicit attitudes (g = 0.24, k = 101), with longer intervention duration and game mechanics such as stereotyping and meaningful feedback resulting in larger implicit attitude change. Regarding the robustness of the underlying evidence, half of the included studies were judged to be at high risk of bias. On the other hand, the impact of publication bias in this literature was found to be negligible. Altogether, this meta-analysis provides evidence that video games shape how we think about events they represent.

Implicit Association Test: Separating Transsituationally Stable and Variable Components of Attitudes toward Gay Men

2003 ◽  
Vol 50 (1) ◽  
pp. 33-48 ◽  
Author(s):  
Melanie C. Steffens ◽  
Axel Buchner
Keyword(s):  
Gay Men ◽  
Implicit Association Test ◽  
Structural Equation ◽  
Implicit Attitudes ◽  
Association Test ◽  
Situational Factors ◽  
Situational Factor ◽  
Equation Modeling ◽  
Implicit Attitude ◽  
Implicit Association

Implicit attitudes are conceived of as formed in childhood, suggesting extreme stability. At the same time, it has been shown that implicit attitudes are influenced by situational factors, suggesting variability by the moment. In the present article, using structural equation modeling, we decomposed implicit attitudes towards gay men into a person factor and a situational factor. The Implicit Association Test ( Greenwald, McGhee, & Schwartz, 1998 ), introduced as an instrument with which individual differences in implicit attitudes can be measured, was used. Measurement was repeated after one week (Experiment 1) or immediately (Experiment 2). Explicit attitudes towards gay men as assessed by way of questionnaires were positive and stable across situations. Implicit attitudes were relatively negative instead. Internal consistency of the implicit attitude assessment was exemplary. However, the within-situation consistency was accompanied by considerable unexplained between-situation variability. Consequently, it may not be adequate to interpret an individual implicit attitude measured at a given point in time as a person-related, trait-like factor.

Assessment of the implicit attitude of Japanese people toward blacks and Little Black Sambo

2018 ◽  
Author(s):  
Kazuo Mori
Keyword(s):  
High School Students ◽  
Junior High School ◽  
Implicit Attitudes ◽  
Picture Book ◽  
Implicit Attitude ◽  
Japanese People ◽  
School Students ◽  
Negative Attitudes ◽  
Single Target ◽  
Significant Difference

We examined whether Japanese people, 47 junior high school students, 49 undergraduates, and 52 older adults, possessed negative attitudes against blacks and the picture book Little Black Sambo. We assessed the implicit attitude toward the target word pairs, “black/white” and “Sambo/Heidi,” by utilizing a paper-based Implicit Association Test and found that both black and Sambo were associated more negatively than white and Heidi. However, the implicit attitudes assessed with a single-target IAT showed that 67 Japanese students showed positive implicit scores for blacks but with smaller valences. A post hoc analysis revealed that the reading experience of Little Black Sambo did not show a significant difference between the implicit attitudes of those who had and had not read the book.

scholarly journals Mental Rotation Meets the Motion Aftereffect: The Role of hV5/MT+ in Visual Mental Imagery

2011 ◽  
Vol 23 (6) ◽  
pp. 1395-1404 ◽  
Author(s):  
Ruth Seurinck ◽  
Floris P. de Lange ◽  
Erik Achten ◽  
Guy Vingerhoets
Keyword(s):  
Mental Rotation ◽  
Mental Imagery ◽  
Parietal Cortex ◽  
Neural Activity ◽  
Posterior Parietal Cortex ◽  
Visual Motion ◽  
Motion Aftereffect ◽  
Mental Rotation Task ◽  
Behavioral Performance ◽  
Visual Mental Imagery

A growing number of studies show that visual mental imagery recruits the same brain areas as visual perception. Although the necessity of hV5/MT+ for motion perception has been revealed by means of TMS, its relevance for motion imagery remains unclear. We induced a direction-selective adaptation in hV5/MT+ by means of an MAE while subjects performed a mental rotation task that elicits imagined motion. We concurrently measured behavioral performance and neural activity with fMRI, enabling us to directly assess the effect of a perturbation of hV5/MT+ on other cortical areas involved in the mental rotation task. The activity in hV5/MT+ increased as more mental rotation was required, and the perturbation of hV5/MT+ affected behavioral performance as well as the neural activity in this area. Moreover, several regions in the posterior parietal cortex were also affected by this perturbation. Our results show that hV5/MT+ is required for imagined visual motion and engages in an interaction with parietal cortex during this cognitive process.

Modeling the implicit brand: capturing the hidden drivers

2017 ◽  
Vol 26 (6) ◽  
pp. 600-615 ◽  
Author(s):  
Marco Vriens ◽  
Alessandro Martins Alves
Keyword(s):  
Durable Goods ◽  
Implicit Attitudes ◽  
Response Style ◽  
Brand Attitudes ◽  
Content Type ◽  
Explicit Attitudes ◽  
Brand Building ◽  
Implicit Data ◽  
The Impact ◽  
Practical Implications

Purpose This paper aims to investigate modeling implicit attitudes as potential drivers of overall brand attitudes and stated behavior and investigate how the results are expected to be different from brand driver models that are based on explicit attitudes. Design/methodology/approach Data are collected via online surveys in five countries across 15 categories with sample sizes for each category/country combination in the range of about N = 1,000. Findings Implicit attitudes result in a higher number of significant effects than their explicit counterparts when used to explain behavioral intentions, brand closeness and brand usage in a multivariate situation with potential 12 brand attitude drivers. The authors also find fewer counter-intuitive effects in the implicit models. The results are consistent across 5 countries and across 15 categories (including CPG products, services and durable goods). They also show that implicit attitudes are less susceptible to response style effects (e.g. social desirability bias). Research limitations/implications The findings have implications for brand building and shopper activation. Further research should look into the impact of using implicit data on finding different brand segmentation and brand mapping results. Practical implications The findings have implications for brand building and shopper activation. Originality/value This paper contributes to the fast-growing field of implicit attitudes. The paper confirms and generalizes previous findings. This is the first paper to the authors’ knowledge that has investigated the impact of implicit attitudes on overall brand attitudes and stated behavior in a multivariate context.

“De terughaalactie geld alleen voor de hierboven afgebelede pizza’s geldig.”

2015 ◽  
Vol 43 (3) ◽  
Author(s):  
Mariet Raedts ◽  
Irene Roozen
Keyword(s):  
Negative Impact ◽  
Purchase Intentions ◽  
The Other ◽  
Product Recalls ◽  
Negative Consequences ◽  
Product Recall ◽  
Brand Evaluations ◽  
Different Types

Consumers’ responses to product recalls with language errors Consumers’ responses to product recalls with language errors Product recall notices not only warn consumers for faulty products, they also limit the damage which may be caused to the company. But what happens when the product recall notice itself contains errors? This study investigated the effects of three different types of language errors: typographical errors, verb errors and sentence errors. Four versions of a product recall were created. The control condition contained no errors. The other three versions contained either five typos, five grammatical conjugation errors or five poorly formed sentences. Participants (N = 710) were randomly assigned to one of the four conditions. Results indicate that participants who detected the errors, had lower attitudes towards the advertisement and the company than participants in the control condition and participants who failed to detect the errors. Poorly formed sentences also had a negative impact on consumers’ brand evaluations and their future product purchase intentions. Hence, language errors in product recall notices can have negative consequences for companies.

The effects of brand equity and failure severity on remedy choice after a product recall

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sascha Raithel ◽  
Alexander Mafael ◽  
Stefan J. Hock
Keyword(s):  
Decision Making ◽  
Brand Equity ◽  
Probit Model ◽  
Future Research ◽  
Product Recalls ◽  
Product Recall ◽  
Managerial Decision ◽  
Managerial Decision Making ◽  
Content Type ◽  
Failure Severity

Purpose There is limited insight concerning a firm’s remedy choice after a product recall. This study aims to propose that failure severity and brand equity are key antecedents of remedy choice and provides empirical evidence for a non-linear relationship between pre-recall brand equity and the firm’s remedy offer that is moderated by severity. Design/methodology/approach This study uses field data for 159 product recalls from 60 brands between January 2008 to February 2020 to estimate a probit model of the effects of failure severity, pre-recall brand equity and remedy choice. Findings Firms with higher and lower pre-recall brand equity are less likely to offer full (vs partial) remedy compared to medium level pre-recall brand equity firms. Failure severity moderates this relationship positively, i.e. firms with low and high brand equity are more sensitive to failure severity and then select full instead of partial remedy. Research limitations/implications This research reconciles contradictory arguments and research results about failure severity as an antecedent of remedy choice by introducing brand equity as another key variable. Future research could examine the psychological process of managerial decision-making through experiments. Practical implications This study increases the awareness of the importance of remedy choice during product-harm crises and can help firms and regulators to better understand managerial decision-making mechanisms (and fallacies) during a product-harm crisis. Originality/value This study theoretically and empirically advances the limited literature on managerial decision-making in response to product recalls.

Labor Unions and Product Quality Failures

2021 ◽  
Author(s):  
Omesh Kini ◽  
Mo Shen ◽  
Jaideep Shenoy ◽  
Venkat Subramaniam
Keyword(s):  
Product Quality ◽  
Labor Unions ◽  
Product Recalls ◽  
Employee Morale ◽  
Product Recall ◽  
Quality Outcomes ◽  
Panel Regressions ◽  
Broad Cross Section ◽  
Operating Leverage ◽  
The Impact

In this paper, we study the impact of labor unions on product quality failures. We use a product recall as our measure of quality failure because it is an objective metric that is applicable to a broad cross-section of industries. Our analysis employs a union panel setting and close union elections in a regression discontinuity design framework to overcome identification issues. In the panel regressions, we find that firms that are unionized and those that have higher unionization rates experience a greater frequency of quality failures. The results obtain even at a more granular establishment level in a subsample in which we can identify the manufacturing establishment associated with the recalled product. When comparing firms in close elections, we find that firms with close union wins are followed by significantly worse product quality outcomes than those with close union losses. These results are amplified in non–right-to-work states, where unions have a relatively greater influence on the workforce. We find that unionization increases firms’ costs and operating leverage and, consequently, crowds out investments that potentially impact quality. We also find some suggestive evidence that unions may compromise quality by hurting employee morale and by resisting technological upgrades in the firm. Overall, our results suggest that unions have an adverse impact on product recalls, and thus, product quality is an important dimension along which unions impact businesses. This paper was accepted by Gustavo Manso, finance.

Implicit and Explicit Affective Evaluations of Athlete Brands: The Associative Evaluation–Emotional Appraisal–Intention Model of Athlete Endorsements

2018 ◽  
Vol 32 (6) ◽  
pp. 497-510 ◽  
Author(s):  
Yonghwan Chang ◽  
Yong Jae Ko ◽  
Brad D. Carlson
Keyword(s):  
Implicit Attitudes ◽  
Emotional Responses ◽  
Perceived Fit ◽  
Explicit Attitudes ◽  
Fan Behavior ◽  
Affective Attitudes ◽  
Emotional Appraisal ◽  
Athlete Endorsements ◽  
Implicit And Explicit ◽  
Implicit And Explicit Attitudes

The researchers explore consumers’ emotional responses toward athlete brands by developing the associative evaluation–emotional appraisal–intention (AEI) model. The AEI postulates that unconscious (implicit attitudes) and conscious (explicit affective attitudes) levels of emotional responses systematically flow following assessments of perceived fit in athlete endorsements. Implicit attitudes were measured through the implicit association test, whereas pleasure, arousal, and pride captured explicit affective attitudes. Contrary to dominant beliefs about successful athlete endorsements, findings from a lab experiment indicate that low perceived fit affected implicit attitudes, which in turn affected arousal for consumers with high involvement. Pleasure, arousal, and pride were interrelated and systematically determined behavioral intentions of viewership and online friendship with athletes. Studies investigating athlete brands and endorsement success should consider the influence of both implicit and explicit attitudes on fan behavior. Managers should strategically utilize both low and high fit endorsements to facilitate emotional experiences and optimize desired consumption behavior.

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